Mario submitted this logo for Jack Tree Thai Cuisine and had this to say about his logo,

The colours and logo name were already handpicked by the client according to his personal auspicious religious beliefs. These colours denotes growth and energy. The jack tree is a plant which is very common in Sri Lanka. The logo is a stylized Jack Tree and you will be able to make out the tree and a jackfruit. client wanted simple yet strong typo for the logo. I stylized the typo by linking the letter 'j' and 't' I kept the typo separate from the icon, in order to have the freedom to use the icon all by itself.

The following critique is based on one designers opinion and experience. I always appreciate the readers thoughts as well. So, Ill ask a question of two in the critique, please share your perspective in the comments at the end of this logo design critique.

Design Principals

The first thing I notice when looking at the Jack Tree Thai Cuisine logo is the j and t ligature. I dont care for this ligature. A ligature should create rhythm and flow within the type. This one tends to interrupt both and feels forced. The icon does a good job at depicting a tree, however I dont understand the circle at the bottom and to the left of the tree trunk. It feels misplaced to me. Is it supposed to be more foliage or a piece of jackfruit? If its a fruit, consider making it look different from the foliage. I would prefer to see some more contrast in the line weight and color of the icon as well, particularly at the outer border. Everything feels too much the same in its current state.

Question for the readers

Functionality / Versatility

This logo functional and will reproduce fairly well, as long as its on-screen or in four-color process printing. Have you considered a two-color version and one-color version of the mark? Im concerned that the words thai cuisine may be awfully small when the logo is reduced to a small size for a business card or similar applications. The two main colors (dark green and dark pink) have a very similar value which could cause a very low contrast greyscale version.

Does the Logo Work for the Audience?

I can understand the green color representing growth, but I think pink is more representative of femininity, gentleness and romance. You did choose a darker and more saturated pink, but a true red may do better to represent energy, passion or vigor. That could create a new problem though... Red + Green = Christmas.

Uniqueness

The logo is not particularly unique or memorable. The image of a tree is very common in logo design. Im not saying its a bad thing, but maybe theres another take on it. Perhaps an alternate perspective of the tree that isnt used as much.

Typography

The current choice of Helvetica Neue doesnt compliment the circular design reflected in the Jack Tree icon all that well. Perhaps a more circular typeface choice could reflect the icon and create a stronger tie between the two elements. Cutting off the top of the lower-case k makes it look like a capital k creating a disconnect and awkwardness in the typography. The inconsistent spacing under the word tree and above the words thai cuisine could be adjusted to be equal on both top and bottom.

Question for the readers

Do you have suggestion for a typeface that would tie better to the icon?

Possible Improvements

Designing a logo for yourself or own business is one of the hardest logo designs youll ever work on. So what is the best way to improve the logo? Well I think have made some comments above that can certainly offer some direction. Heres a list of actionable items.

Try out some alternate typeface choices. See if you can find a more circular typeface to reflect the circles within the tree icon.

I would like to see more contrast in the icon. Whether it be line weight, color selection or both.

Remove the ligature since it is interrupting the visual flow and readability of the logo.

Consider removing the line between tree and thai cuisine or adjusting the spacing to be consistent.

Overall, I think you have a good start on the logo design. And with some refinement you can definitely improve it. Please know that my intention in critiquing your work is not to hurt feelings, but to offer constructive feedback. I hope it was helpful. Best of luck, to you!

I appreciate and welcome your comments, and look forward to hearing from you soon. I purposely dont cover every possible improvement that can be made to this logo, so go for it if you think I missed anything. All I ask is that you keep your comments clean and appropriate.

The images & logos presented on this blog are copyrighted by their respective owners. The blog itself is copyright Erik Peterson, 2008-2019 All Rights Reserved.

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8 Comments so far.
Keep 'em Coming.

#1

By Tim Smith

05.19.2009 at 03:07 PM

This logo works for me. I like the ligature it kinda looks like the branches of a tree. I like the colors and I think that the logo would still look good resized. I like it. Thumbs up.

#2

By Tim Schmidt

05.19.2009 at 08:34 PM

It’s all good. I’m only slightly bugged by the J & T touching. But I’m sure there was much exploration in that area. Personally, I would raise the descending J and let the tree icon BE the symbol.

#3

By Sneh | LBOI Blog

05.20.2009 at 12:10 AM

I love the colors, not something you see in a logo everyday, so stands out for me! The mark is really nice. The type is strong, but although I get the concept of “j” and “t” merging to form some sort of tree limb/branch thing, it unsettles me and I want to reach out and pluck the two apart.

#4

By Blair

05.20.2009 at 12:44 AM

I’m fine with this logo. Out of the recent reviews you’ve done I’s say this logo is the best overall (not that the others were bad, this one just steps above).

A suggestion would be to make the tree that cuts through the icon as negative space/white space. I think that would make this stand out a bit more.

#5

By Fabian

05.20.2009 at 01:33 AM

They seem like two separate logos, I feel there is a missed opportunity to create something true memorable and unique with a wordmark integrating the “Jack Tree”.

#6

By Mario De Kauwe

05.21.2009 at 04:09 PM

Hi Guys!!!

THanks alot for your comments. I really appreciate the review.

Unfortunately though my hands are tied on editting this logo as the client has already bought it :D

But i did experiment with your comments and i think i have an improved version. But as i told you i cannot upload it due to the legal reason.

But anyways..
let me explain on why i have done this logo.

The Colours: its not pink. its actually red. I don’t know if there was something wrong with jpeg that it looked pink. But it actually IS red. This is how i went onto selecting colours.

The client is a firm believer in astrology. Therefore he had consulted his astrologer and these were the colours which were suggested. We tried to convince him otherwise but he is a firm believer. therefore i needed to stick to these colours. and in the Sri Lankan culture red and green does not ring a bell as to being Christmas colours because its a Buddhist country. In a western country it will be perceived differently though.

I actually thought that it would show Green and Red chillies.

But i agree with you that the contrast within the circles arent enough. And the icon stroke weight can be a bit more. Maybe i can tweak the colours a bit to give it more contrast without a clash. Thats something that i will improve if given a second chance

And I also do agree on the ligature. And use a better font. But i really wanted to keep the font simple because it would clutter the logo too much. But yes i agree with the ligature and fonting.